@inbook{1150327606,
author={Leonard L. Berry and Kent D. Seltman},
title={CREATING, EXTENDING, AND PROTECTING THE BRAND},
booktitle={Management Lessons from Mayo Clinic: Inside One of the World's Most Admired Service Organizations},
publisher={McGraw-Hill Education},
address={New York, NY},
year={2018},
url={accessmedicine.mhmedical.com/content.aspx?aid=1150327606}
}